Reclame en de regulering van lichaamsgeur

Samenvatting

Advertisement and the Regulation of Body Odor. Examines the social effects of advertising. The first professional advertising firm was established in the US in 1841. By 1916, the Associated Advertising Clubs of America had 15,000 members. Dutch advertising firms copied many US advertising techniques after WWI. US firms were the first to promote deodorants as an essential component of personal hygiene for the middle classes, who became sold on the image of a clean, odorless body as a healthy body. By the 1930s, this idea was beginning to make inroads into the Netherlands. After WWII, the Dutch fell more heavily under the cultural influence of the US middle class, whose customs wre emulated much as French manners had been in the eighteenth century. Dutch advertisements sought to show how social acceptance depended on the regulation of body odors. 4 Figures, 44 References. Adapted from the source document.